Audience analysis

by McQuail, Denis

Type Book

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Title Statements

Full title :Audience analysis / Denis McQuail.

Summary

In Audience Analysis, author Denis McQuail provides a coherent and succinct account of the concept "media audience" in terms of its history and its place in present-day media theory and research. He describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research. This informative volume explains the contrast between social scientific and humanistic approaches and gives due weight to the view "from the audience" as well as the view "from the media." It summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology

Finally, the volume concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Providing both an overview of past research and a guide to current thinking, Audience Analysis will be enlightening to academics and students in the fields of mass communication and media studies.

Edition Statements

Publication Date:©1997.

Publication Statements

Publisher(s):SAGE Publications
Place of Publication:Thousand Oaks, Calif
Language:eng
Publication Date:©1997.

The Physical Object

Description:1 online resource (x, 166 pages) : : illustrations

Edition Identifiers

ISBN:9781452263601, 1452263604, 9781452233406, 1452233403, 1322416044, 9781322416045, 1506339239, 9781506339238
oclc:ocn808376153
LC Classification:P96.A83
Dewey Decimal:302.23